Given the shifting demographics of U.S. teenagers - more ethnically diverse - a global company wanted to better understand the teenage audience, with an emphasis on demystifying multicultural teenagers. Specifically, we needed to uncover how Hispanic, African-American and Asian-American teens view themselves as part of the larger teenage group.
A three-phased approach was used: an educational immersion (secondary research on the lives of teenagers), in-person qualitative immersion (in-culture groups discussions + in-home interviews), and online qualitative exploration (interactive online community). We found that even though teenage years have common threads, there are still several layers of nuances when it comes to cultural segments. The results led our client to a combination marketing initiatives: overall for all teens, and culture-specific efforts to appeal and stay relevant across culturally different groups.